Storytelling for Business

By Michael Kelly

My Writing Philosophy

• Start in the middle. Don’t start your story, “I woke up, brushed my teeth, had a wash and ate my breakfast.” Start, “I did not eat your jeans. Well, not on purpose anyway.”’ It’s the same in business. You’ve got to get people hooked from the start
• Don’t go on, please. Good writers don’t just ‘craft’ words. They ask, ‘What’s the story here?’ Find the story, and ruthlessly cut everything else
• Stop writing technically. Most of us do not talk technically. We shouldn’t write technically either
• There are two types of writing. Great short writing that gets your attention, tells you something, and leaves an impression. Great long writing — essentially lots of great short writing seamlessly stitched together
• Bring your personality to writing. We trust people more than we trust faceless organizations. Sound like a person, not a corporate robot, and you are more likely to engage, inspire, and persuade
• Have an opinion! Obvious one, this. But it’s more interesting listening to someone who’s got something to say, isn’t it? Even if you don’t agree